SJX Watches
Sincere (Re)Opens SHH Concept Store in Singapore
With edgy decor that set it apart from a typical luxury-watch store of the period, the inaugural Sincere Haute Horlogerie (SHH) in Singapore’s Hilton hotel was one of the world’s first “concept” stores dedicated to high-end mechanical watches when it opened in 2005. After a run of well over a decade, the original SHH store closed in 2019, but the format has now made a comeback at Marina Bay Sands (MBS) casino complex. Located along a stretch of the mall dominated by watch and jewellery brands, the new SHH once again focuses on niche and independent brands. Its stable of brands total 19 and include Greubel Forsey, H. Moser & Cie., Laurent Ferrier, Parmigiani, and Ferdinand Berthoud. Reboot and revive Being amongst the first retailers in the world to offer brands that were then just startups but would go on to do great things – Sincere took on Franck Muller in 1992, Lange in 1995, Panerai in 1998, and F.P. Journe in 2000 – SHH was a logical progression of Sincere’s retail strategy in the early 2000s. “[SHH in Hilton] was meant to be a touch point for very fine mechanical watches and high end brands,” says long-serving Sincere chief executive Ong Ban, “At the same time, it was also a launchpad for what we thought were the future stars of the industry.” Projects like the first SHH helped established Sincere as one of the three biggest watch retailers in Southeast Asia, alongside Cortina Watch and The Hour Glass. But after several changes in ownership, S...
